文档介绍：Branding – The Asian Dilemma
Branding – The Asian Dilemma
Case Study Reference No. MAR0005
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Branding – The Asian Dilemma
Branding – The Asian Dilemma
By the turn of the 21st century, when the global airlines industry was struggling with dwindling revenues, it was only
Singapore Airlines that posted huge profits. The reason behind such a ess was the airlines’ commitment to
strategic branding. The Singapore Airlines brand and the embedded icon of the Singapore Girl were the major drivers
of pany’s financial value. panies, towar